March 25, 2025
Hitting the Bullseye with a Diverse Branded Merchandise Strategy
All things for everyone is not a marketing strategy. It’s also not affordable. When it comes to promotional, branded merchandise, finding something that everyone likes can be a hard-to-reach target. Activewear and promotional products embroidered or screen printed with a business logo are meant to bring people together under the banner of your brand. Yet, if the branded merchandise isn’t something that is appealing to the largest majority, the campaign can miss its mark.
People come in all shapes and sizes, ages and lifestyles. At Bullseye Activewear and Promotions, we’ve helped hundreds of business owners and marketing personnel find the “bullseye”: versatile products that appeal to a broad audience while also focusing on creative branding and strategic choices. All within a budget.
Here are some ways we’ve helped businesses go at this:
Go with the Classics
You don’t want to choose things only some of your target market want, no matter how bad that portion might want it. If you’re shooting for the masses, go with the classics.
T-shirts and Hoodies are the “go-to” choice. Everyone loves them. You simply can’t go wrong. All ages, male and female, warm or cold. Hats and beanies are affordable, practical, stylish, and always in demand. Or, focus on non-clothing items like reusable tote bags or backpacks, which are useful for everyone and provide ample space for branding.
Embrace Sizing
No matter what you choose, it’s going to go a long way toward satisfying your customers when you have sizes that fit them. Nothing says “not me” like “we don’t have that”. Order in a wide range of sizes (from XS to 4XL - when available). You may not go through your entire supply of the XS or the 4XL, so factor some overage into the budget. It’s better to have a few leftovers than not to have any available at all.
If you have multiple items in your plans, then at least try to have some of them available in sizes that say “yes, we do” to your customers.
Consistent Color and Design
This is true, especially for employee-branded merchandise. Feel free to get creative with color and design,
as these can make the classics stand out. But once you’ve chosen, stick with it. Too much choice leads to
dissatisfaction. A simple, clean, and classic logo or design works across generations and genders. Keep it
simple!
Create Dual-Purpose, Functional Branded Merchandise
Invest in one or two pieces of activewear, such as moisture-wicking T-shirts or quarter zip-up jackets, that are versatile enough for various uses. These can be worn casually, during exercise, or even in professional settings, depending on the branding. Items like gym bags or water bottles can be branded and used by everyone, regardless of age or gender.
Offer Neutral Mechandise
Speaking of your brand’s audience, it’s really important that you try not to predict what they want. Some guys like pink, and lots of ladies like camo print. Trying to pigeonhole what someone will or won’t like based on gender can trip you up. Instead, choose products that are not specifically targeted toward either men or women. Choose something that communicates your brand.
Then, choose unisex clothing styles like crewneck sweatshirts, jackets, and quarter zip pullovers. These work well for all, eliminating the need to create separate lines for men and women.
Leverage Subscription Boxes
You may not have thought of this one, but we have. Our customers are looking to us to ensure something for everyone on a consistent basis. A branded “subscription box” program will outfit your team with a mix of merchandise items. Subscription boxes allow you to provide variety without buying large quantities of every product type for everyone.
Focus on High-Quality Branding
If the first thought in ensuring something for everyone is to choose more quantity of the least expensive product, that usually falls flat. Yes, you may be able to afford enough to go around, but the poor quality can undo the good you were trying to accomplish. Instead, invest in quality products for your screen printing or embroidery to make your branding stand out using the strategies outlined earlier. Make strong, purposeful, and specific choices. Quality over quantity is almost always the way to ensure satisfaction all the way down the line.
